Saltmine Design Group Launch New Pet Food Brand- Farmers Market

The Real Pet Food Company commissioned Saltmine, known for their passionate fight to push the boundaries for Challenger brands, to create the master brand identity for a new, super premium quality pet food offering to be launched in both Australia and the United States.

With 46 per cent of Australians now considering themselves a “foodie”*, what we eat and how it looks has become front of mind for many shoppers, and they demand the same quality for their precious pets.

With this in mind, the Real Pet Food Company set out to create a brand which will set a new benchmark in the pet food category, providing superior taste as well as excellent nutrition from real, natural ingredients.

Saltmine set out to shake up the category, designing the brand mark and packaging for the entire range which includes over 60 varieties across fresh, frozen, wet, dry and treats segments in the Australian and US markets.

The brand name Farmers Market was the chosen due to it connotations of real, natural, premium ingredients, which the brand stands for. We know that the brand’s target consumers would love to have the time to shop for their pets’ food at farmers markets and prepare it lovingly at home, as they would their own, but the reality of a busy life means this doesn’t usually happen. That’s where Farmers Market comes in, with wholesome, balanced meals expertly prepared and ready to serve. Recipes are carefully designed with dogs’ nutrition and tastes in mind, and feature succulent meats gently cooked to seal in the flavour.

The new brand name led to creation of a masterbrand identity for the new brand. The brand mark is a circular device, a seal of quality which sits atop a dark, premium blue background to denote best in class, with a subtle pinstripe, reminiscent of a butcher’s apron. And what’s most different to the rest of the category? There’s not even a cheesy, posed dog photo on pack!

Farmers Market’s brand promise, “Real food, real flavour. From farm to bowlTM”, is brought to life throughout the design with the three tick claims on front of pack and the photographic depiction of the real, natural ingredients featured in each recipe.

Germaine Chua, category and strategy director at the Real Pet Food Company said, “We are very excited to be working with Saltmine on the company’s first new brand launch. Saltmine are passionate about creating successful Challenger brands and that’s what we’re setting out to do. Key to the success of this project was creating a visual identity that looks good enough to eat and I think they’ve nailed it.“

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